This campaign began with the challenge of transforming a ‘bad ad’ into a stronger concept, developed across multiple media channels. Centered on the idea of offering a unique, authentic tasting experience that captures the essence of Esperance, the campaign features a compass illustration and environments inspired by the region’s natural beauty. Each execution highlights raw, explorative elements, appealing to a sense of adventure. The headline “Crafted for the explorer in you” serves as an evocative call to action, inviting both locals and tourists to discover the distinctive flavours of Lucky Bay craft beer.